Yan's Initial Research Proposal

Proposed Project Title
　
Customer Development in Arts & Culture Events Organizations
　

Research Objectives

• Customer Service Development in the Arts & Culture Events Activities;
• The development of both customer figures and the customer participation trends;
• To promote Customer Loyalty in the Arts & Culture Event Organizations in Shanghai, China;
• The needs of existing and potential customer and to help arts organizations to develop ongoing relationships with customers;
• To make the most of membership schemes in the arts & culture event organizations;
• Loyal customer attitudes towards ticket distribution

　
Research Questions　

• Why is the development of customer service so crucial?


• How to win the customer loyalty?


• What is the benefit of providing the membership schemes in the arts event organizations?


• How best to utilise the Membership Schemes in the Arts & Culture Event Organization?


• How to well maintain them?


• Why we need to provide more effective membership schemes in the Arts Event Organizations in China?

　
Problems/Issues identified so far
　
The problem/issue is many people have no understanding of arts & culture events, or familiarity with the arts. They fear that they can not understand, feel overawed and have no reason to believe that they are going to enjoy themselves. And for other attendees, the issue is paying for an unknown quality. They don’t know what they are getting. The arts organizations need to reduce the unknown factor rather than the price.
　
　
　

Thanks (: